Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing

Emma Florence; David Fleischman; Rory Mulcahy; Monte Wynder

doi:10.1108/JSOCM-09-2021-0221

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Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing

Journal article

Peer reviewed

Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing

Emma Florence, David Fleischman, Rory Mulcahy and Monte Wynder

Journal of Social Marketing, Vol.12(4), pp.623-652

2022

DOI: https://doi.org/10.1108/JSOCM-09-2021-0221

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Abstract

environmental sustainability

communication

message framing

consumer attitudes

behaviour

Purpose: The purpose of this research is to provide a systematic review of the literature relating to message framing and its effectiveness in persuading consumers to adopt environmentally sustainable behaviour, which is a form of pro-social behaviour. Specifically, this paper focuses on three types of message framing: positive–negative, self–other and abstract–concrete. Design/methodology/approach: This paper reports on a systematic review guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses framework identifying 108 articles published relating to message framing and environmental sustainability between 2005 and 2020. Descriptive analysis of the data was undertaken in combination with a thematic approach. Findings: The results demonstrate that single frames do not reliably increase sustainable consumer behaviour. Instead, the use of two message frames is more consistently effective. However, there is some disparity in relation to the combined effects of two message frames. The research also identifies that the use of three combined message frames is underexplored in the existing literature. Research limitations/implications: Social marketing and consumer psychology researchers have explored many types of message framing. This study focuses on three common types. Also, the review is limited to valence framing. The authors recognise that visual aspects of message frames also determine the effectiveness of messaging. Another limitation is that only empirical studies published between 2005 and 2020 were reviewed. Originality/value: Past review papers related to the impact of messaging on sustainable consumer behaviour either focus on one type of message framing, such as the positive–negative frame, or did not categorise message framing into different types. The current review focuses on three types of message framing that have been examined separately and in combination in the literature. Based on the findings, this study proposes a synthesised theoretical framework for future research.

Details

Title: Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing
Authors: Emma Florence (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
David Fleischman (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Rory Mulcahy (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Monte Wynder (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Publication details: Journal of Social Marketing, Vol.12(4), pp.623-652
Publisher: Emerald Publishing Limited
DOI: 10.1108/JSOCM-09-2021-0221
ISSN: 2042-6771
Grant note: Australian Government Research Training Program Scholarship; Australian Government; Department of Industry, Innovation and Science
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland
Language: English
Record Identifier: 99659496402621
Output Type: Journal article